純素保養品購買意圖之研究

A Study of Consumer Purchase Intention toward Vegan Cosmetics

林怡萱(Yi-Xuan Lin)

指導教授 ： 張俊惠

淡江大學/商管學院/國際企業學系碩士班/碩士(2023年)

https://doi.org/10.6846/TKU.2023.00015

摘要

近年來由於素食人口逐漸上升及消費者對動物試驗的認知不斷地提高，保養品牌紛紛將無動物實驗、不含動物成分的純素保養品納入綠色保養概念的潮流趨勢當中，讓大家在追求變美的同時，也能友善動物、友善地球環境。而純素保養能夠在全球蓬勃發展，主要有以下幾個驅力，首先為純素主義成為許多人的新選擇；其次是素食人口的快速增長；最後則是疫情的衝擊，不少消費者漸漸意識到生物與地球之間永續平衡的重要性，且根據Instagram釋出的Z世代美容保養趨勢報告顯示，大多數Z世代年輕人崇尚極簡、自然，會傾向選擇天然、安全的保養成分。由於以上幾個重要的驅動因素，使得純素保養品市場的未來前景可期。在此潮流的趨勢下，究竟有哪些關鍵因素會促使消費者購買純素保養品，是各家保養品牌必須關切的重要議題。
本研究以Ajzen(1985)提出的計畫行為理論為基礎，也將納入知覺犧牲來探討消費者的主觀規範、態度、知覺行為控制-通路，以及知覺犧牲是否影響消費者對純素保養品的購買行為，以及態度所扮演的中介角色，同時，探討純素保養品的購買行為是否會因社會人士與學生不同類型的客群而有顯著的差異。
本研究以結構方程式進行分析，得出以下的三點結論：
一.在臺灣的純素保養品市場中，主觀規範、知覺行為控制-通路及知覺犧牲會顯著影響消費者對純素保養品之購買意圖。
二.在臺灣的純素保養品市場中，主觀規範在影響消費者對純素保養品之購買意圖的過程中，態度扮演著重要的中介角色。
三.在臺灣的純素保養品市場中，社會人士與學生不同類型的客群確實會對純素保養品展現不同的消費行為。

關鍵字

純素保養品 ； 計畫行為理論 ； 知覺犧牲 ； 主觀規範 ； 態度 ； 知覺行為控制-通路 ； 購買意圖

並列摘要

In recent years, due to the increasing population of vegetarians and the increasing awareness of consumers on animal testing, skin care brands have incorporated vegan cosmetics products without animal experiments and animal ingredients into the trend of green skin care concepts. While everyone pursue beauty so that they can also be friendly to animals and the earth. The vigorous development of Vegan cosmetics in the world is mainly due to the following driving forces: First, veganism has become a new choice for many people; second is the rapid growth of the vegetarian population; Finally, due to the impact of the epidemic, many consumers have gradually realized the importance of a sustainable balance between organisms and the earth. And according to the Generation Z Beauty Maintenance Trend Report released by Instagram, most Generation Z young people advocate minimalism and nature, and tend to choose natural and safe maintenance ingredients. Due to the above important driving factors, the prospects of the vegan cosmetics market are promising. In this trend, what are the key factors that will affect consumers’ purchase intentions is major subject skin care brands need to be concerned about.
Based on the theory of planned behavior proposed by Ajzen (1985), this study will also incorporate perceived sacrifice discuss the influence of consumers’ purchase intention of Vegan cosmetics, and whether the purchasing behavior of Vegan cosmetics will be significantly different due to different types of customer groups of social people and students.
With analysis of structural equation modeling (SEM), there are three findings from the research:
1. Consumers subjective norm, perceived behavioral control and perceived sacrifice will significantly affect consumers’ purchase intention.
2. Consumers attitude plays an important mediator role in the process of influencing consumers’ purchase intention in term of subjective norm.
3. In Taiwan’s vegan cosmetics market, different types of customer groups of social people and students will significantly interfere with relevant consumption behavior of the vegan cosmetics.

並列關鍵字

Vegan Cosmetics ； Theory of Planned Behavior ； Subjective Norm ； Attitude ； Perceived Behavioral Control ； perceived sacrifice ； Purchase Intention

參考文獻

許士軍（1987）。新加坡消費者對不同來源地產品之知覺及態度。管理評論，6，5-23。

Bandura, A. (1977). Self-efficacy: Toward a unifying theory of behavioral change. Psychological Review, 84(2), 191.

中文文獻

王玉亭（2017）。綠色美妝保養品購買意願之研究-TPB模型觀點（未出版之碩士論文）。淡江大學國際企業學系碩士班，新北市。

王雅儀（2021）。社群媒體穿搭 KOL 影響力之研究—知覺價值模型觀點（未出版之碩士論文）。淡江大學國際企業學系碩士班，新北市。